The Impact of Social Media Marketing Adoption on Business Development (The Case of Creative Industries in Jordan).
Ahmed A. Al–Qatamin & Alaa Faisal
Abstract
This study aimed to investigate the impact of Social Media Marketing adoption on business development (the case of Creative Industries in Jordan). The research problem was identified after interviews were conducted with experts representative of the population. From this the hypotheses were developed which aimed to determine the impact of the current Social Media Marketing utilization, readiness of adoption and actual application of social media marketing for business development in the Creative Industries in Jordan. A questionnaire was developed and distributed through internet links and while visiting community areas like Zinc, where 110 responses were collected. The population specifically represented the Jordanian Creative Industries such as designers, photographers, etc and were either individual or small to medium enterprise business practitioners. Results indicated that the adoption of Social Media for Marketing had a significant impact on the business development of the Creative Industries in Jordan. The innovative characteristics of the research population also provided for a meaningful difference in adoption readiness when compared to similar studies where business practitioners from the general business sector were used. This research contributed by describing the status of Social Media adoption readiness among a unique research population, namely from the CI’s sector in Jordan and added to the limited literature closet regarding the topic.